marketing plan 2021
TRANSCRIPT
Marketing Plan 2021/22
Rachel Briody - Marketing Campaigns Manager
Where we are
Core proposition
Core visitor profile
Visitor behaviour
Covid impact
More than just the National Park
The Digital Landscape
• Adoption of digital – a decade in days
• The pandemic has fundamentally altered how UK consumers go about their everyday lives, no matter their age.
• Consumer desire for transparency, sustainability and convenience
• Frictionless end-to-end customer purchase journey
Consumer behaviour
Door step delights
Road trips Value for money
Flexibility Missed celebrations
Many destinations around the world sell themselves in very similar ways
Imagery centres around overused icons, such as nature, beaches, families and couples all having fun.
The tone of messaging is also generic, usually focusing on the ideas of escape and discovery.
However, some destinations have developed a clear, unique positioning by branding the destination experience rather than the physical attributes of their destination, capturing the consumer’s attention with a more compelling and urgent reason to visit
HISTORY
Learn, Find
BEAUTY
Discover, Explore
CREATIVITY
Inspire, Discover
COMMUNITY
Explore, Find
Making Memories
o Doorstep delights
o Road trips – Campervan adventure
o Cycling – Pedal Peak
o Diversity – work with local BAME
communities
o Glamping, music festivals, night life
Contact me: [email protected]